The upcoming World Cup is set to kick off in July, lighting up excitement across the U.S., Mexico, and Canada. While restaurants hope to see a boost from this global event, recent figures suggest the increase may be smaller than anticipated.
According to a report from Technomic, the U.S. food service industry could gain an additional $1.9 billion due to visitors and increased local events tied to the tournament. This surge is expected from both fans traveling to watch the games and informal gatherings like watch parties.
However, this boost is just a tiny fraction—only 0.2%—of the projected $1.2 trillion revenue for the food service sector in 2026. Overall, Technomic forecasts a growth of about $49.82 billion for this year, reflecting a 4.3% increase from 2025.
To put these numbers in perspective, food service represented 13.6% of total retail sales in 2025, marking a significant climb from 9.2% in 2000. It’s clear that while food service is growing, it’s also navigating some challenges. Inflation and economic uncertainty have many consumers focused on affordability, making budget-friendly dining options increasingly appealing.
Interestingly, quick-service restaurants (QSRs) are feeling the heat from casual dining spots like Chili’s, which have found success with affordable promotions. For instance, their “3 for Me” deal, starting at $10.99, resonates well with budget-conscious diners.
This shift is a reminder that in today’s market, value and experience are key drivers for consumers seeking dining options. As the World Cup approaches, it will be fascinating to see how restaurants adapt to both capitalizing on the event and addressing changing consumer preferences.
For more on food industry trends, check out [Technomic’s report](https://www.technomic.com).
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Technomic predicts bumps will come from specific visits to World Cup venues and an increase in events like watch parties related to the tournament. 03/19/2026
